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題名 化妝品電商平台消費者輪廓分析之研究
An Examination of Consumer Profiles on a Cosmetic E-Commerce Platform
作者 白皓崴
Pai, Hao-Wei
貢獻者 胡昌亞<br>莊皓鈞
Hu, Chang-Ya<br>Chuang, Hao-Chun
白皓崴
Pai, Hao-Wei
關鍵詞 顧客輪廓分析
CRM
會員等級
D2C
保養品電商
Customer profiling
CRM
membership level
D2C
skincare e-commerce
日期 2025
上傳時間 4-Aug-2025 13:46:27 (UTC+8)
摘要 隨著電子商務與數位行銷的發展，品牌對顧客資料的應用愈加重視，特別 是在 Direct-to-Consumer（D2C）模式盛行下，顧客輪廓分析與顧客關係管理（CRM）已成為精準行銷的重要工具。本研究以台灣某保養品牌（B 公司）之電商平台為對象，透過顧客歷史資料，分析不同會員等級在年齡結構、產品偏好及數位互動行為的差異。研究方法採用描述性統計與交叉分析，結果顯示會員等級與年齡、產品選擇及 App 與 LINE 綁定具有明顯關聯，高等級會員多為熟齡顧客，偏好高價值商品並積極使用數位工具；中階會員展現穩定消費偏好，具潛在成長價值；一般會員則參與度較低。研究成果可作為品牌分眾行銷與數位策略設計之依據。
With the development of e-commerce and digital marketing, brands increasingly emphasize the use of customer data, especially under the rise of the Direct-toConsumer (D2C) model. Customer profiling and Customer Relationship Management (CRM) have become essential tools for precision marketing. This study focuses on the e-commerce platform of a Taiwanese skincare brand (Company B), analyzing 1,976 customer historical records to examine differences among membership levels in terms of age structure, product preferences, and digital interaction behaviors. Descriptive statistics and cross-tabulation were adopted as research methods. The results indicate that membership level is clearly associated with age, product selection, and the use of App and LINE binding. High-tier members tend to be older, prefer high-value products, and actively engage with digital tools. Mid-tier members show stable purchasing preferences with growth potential, while general members display lower engagement. The findings can serve as a reference for developing segmented marketing and digital strategy design.
參考文獻 一、 中文文獻 BELDORA. (n.d.). 平衡時空精華油EX（法國女人油）產品頁. Cosme官方網站.Retrieved May 13, 2025, from https://www.cosme.net.tw/products/95294 BELDORA. (n.d.). 六重奏玻尿酸彈潤緊緻精華（六重奏精華）產品頁. Cosme官方網站. Retrieved May 13, 2025, from https://www.cosme.net.tw/products/119044 MERBLISS. (n.d.). 婚紗面膜 HA超導時光科技面膜. 2wenty6ix 官方網站. 　Retrieved May 13, 2025, from https://www.2wenty6ix.com/2wenty6ix/index.php?action=product_detail&prod_no=P0089500132784 BELDORA. (n.d.). 全時保濕修護凝霜（瀑布霜）產品頁. Cosme官方網站. 　Retrieved May 13, 2025, from https://www.cosme.net.tw/products/95295 二、 英文文獻 Anchanto. (2024). Direct to Consumer (D2C): Meaning, benefits & challenges. Retrieved May 19, 2025, from https://anchanto.com/direct-to-consumer-d2c-model/ BrandBastion. (2024). D2C businesses: Everything you need to know. Retrieved May 19, 2025, from https://blog.brandbastion.com/d2c-business Chaffey, D. (2015). Digital business and e-commerce management: Strategy, implementation and practice (6th ed.). Pearson Education Limited. Chatterjee, S., Ghosh, S. K., Chaudhuri, R., & Nguyen, B. (2020). Are CRM systems ready for AI integration? Bottom Line, 32(2), 144–157. https://doi.org/10.1108/BL-02-2019-0069 Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672–688. Kumar, V., & Reinartz, W. (2016). Customer relationship management: Concept, strategy, and tools (2nd ed.). Springer. Kumar, V., & Sharma, A. (2021). Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification. Journal of Relationship Marketing, 17(4), 277–298. https://doi.org/10.1080/15332667.2018.1471730 Laudon, K. C., & Traver, C. G. (2021). E-commerce: Business, technology, society (16th ed.). Pearson. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95–112. https://doi.org/10.1177/1094670506293559 Ngai, E. W. T. (2005). Customer relationship management research (1992–2002): An academic literature review and classification. Marketing Intelligence & Planning, 23(6), 582–605. OneCart. (2025). The complete guide to D2C: What is direct-to-consumer and how it differs from B2C. Retrieved May 20, 2025, from https://www.getonecart.com/the-complete-guide-to-d2c-what-is-direct-to-consumer-and-how-it-differs-from-b2c/ Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176. Shopify. (2023). What is D2C? Direct-to-consumer explained. Retrieved May 20, 2025, from https://www.shopify.com/enterprise/d2c Statista. (2025). Global e-commerce market size from 2022 to 2028. Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/ Taboola. (2025). What is D2C (Direct-to-Consumer)? Retrieved May 20, 2025, from https://www.taboola.com/marketing-hub/d2c/ Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30–45.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363071
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112363071
資料類型 thesis
dc.contributor.advisor 胡昌亞<br>莊皓鈞zh_TW
dc.contributor.advisor Hu, Chang-Ya<br>Chuang, Hao-Chunen_US
dc.contributor.author (Authors) 白皓崴zh_TW
dc.contributor.author (Authors) Pai, Hao-Weien_US
dc.creator (作者) 白皓崴zh_TW
dc.creator (作者) Pai, Hao-Weien_US
dc.date (日期) 2025en_US
dc.date.accessioned 4-Aug-2025 13:46:27 (UTC+8)-
dc.date.available 4-Aug-2025 13:46:27 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2025 13:46:27 (UTC+8)-
dc.identifier (Other Identifiers) G0112363071en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=178004-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 112363071zh_TW
dc.description.abstract (摘要) 隨著電子商務與數位行銷的發展，品牌對顧客資料的應用愈加重視，特別 是在 Direct-to-Consumer（D2C）模式盛行下，顧客輪廓分析與顧客關係管理（CRM）已成為精準行銷的重要工具。本研究以台灣某保養品牌（B 公司）之電商平台為對象，透過顧客歷史資料，分析不同會員等級在年齡結構、產品偏好及數位互動行為的差異。研究方法採用描述性統計與交叉分析，結果顯示會員等級與年齡、產品選擇及 App 與 LINE 綁定具有明顯關聯，高等級會員多為熟齡顧客，偏好高價值商品並積極使用數位工具；中階會員展現穩定消費偏好，具潛在成長價值；一般會員則參與度較低。研究成果可作為品牌分眾行銷與數位策略設計之依據。zh_TW
dc.description.abstract (摘要) With the development of e-commerce and digital marketing, brands increasingly emphasize the use of customer data, especially under the rise of the Direct-toConsumer (D2C) model. Customer profiling and Customer Relationship Management (CRM) have become essential tools for precision marketing. This study focuses on the e-commerce platform of a Taiwanese skincare brand (Company B), analyzing 1,976 customer historical records to examine differences among membership levels in terms of age structure, product preferences, and digital interaction behaviors. Descriptive statistics and cross-tabulation were adopted as research methods. The results indicate that membership level is clearly associated with age, product selection, and the use of App and LINE binding. High-tier members tend to be older, prefer high-value products, and actively engage with digital tools. Mid-tier members show stable purchasing preferences with growth potential, while general members display lower engagement. The findings can serve as a reference for developing segmented marketing and digital strategy design.en_US
dc.description.tableofcontents 摘要 i ABSTRACT ii 目錄 iii 表目錄 v 圖目錄 vi 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第三節 研究流程 2 第二章 文獻探討 4 第一節 電子商務與 D2C 模式 4 第二節 顧客關係管理（CRM） 6 第三章 研究方法 8 第一節 資料來源 8 第二節 分析架構 8 第三節 資料變數定義 10 第四節 分析方法 11 第四章 實證分析與結果 12 第一節 資料前處理 12 第二節 顧客整體輪廓分析 14 第三節 顧客分群結果分析 17 第五章 結論與建議 24 第一節 研究結論 24 第二節 實務建議 25 第三節 研究限制 28 參考文獻 29 附錄一 原始欄位與選用欄位清單 33zh_TW
dc.format.extent 917466 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112363071en_US
dc.subject (關鍵詞) 顧客輪廓分析zh_TW
dc.subject (關鍵詞) CRMzh_TW
dc.subject (關鍵詞) 會員等級zh_TW
dc.subject (關鍵詞) D2Czh_TW
dc.subject (關鍵詞) 保養品電商zh_TW
dc.subject (關鍵詞) Customer profilingen_US
dc.subject (關鍵詞) CRMen_US
dc.subject (關鍵詞) membership levelen_US
dc.subject (關鍵詞) D2Cen_US
dc.subject (關鍵詞) skincare e-commerceen_US
dc.title (題名) 化妝品電商平台消費者輪廓分析之研究zh_TW
dc.title (題名) An Examination of Consumer Profiles on a Cosmetic E-Commerce Platformen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、 中文文獻 BELDORA. (n.d.). 平衡時空精華油EX（法國女人油）產品頁. Cosme官方網站.Retrieved May 13, 2025, from https://www.cosme.net.tw/products/95294 BELDORA. (n.d.). 六重奏玻尿酸彈潤緊緻精華（六重奏精華）產品頁. Cosme官方網站. Retrieved May 13, 2025, from https://www.cosme.net.tw/products/119044 MERBLISS. (n.d.). 婚紗面膜 HA超導時光科技面膜. 2wenty6ix 官方網站. 　Retrieved May 13, 2025, from https://www.2wenty6ix.com/2wenty6ix/index.php?action=product_detail&prod_no=P0089500132784 BELDORA. (n.d.). 全時保濕修護凝霜（瀑布霜）產品頁. Cosme官方網站. 　Retrieved May 13, 2025, from https://www.cosme.net.tw/products/95295 二、 英文文獻 Anchanto. (2024). Direct to Consumer (D2C): Meaning, benefits & challenges. Retrieved May 19, 2025, from https://anchanto.com/direct-to-consumer-d2c-model/ BrandBastion. (2024). D2C businesses: Everything you need to know. Retrieved May 19, 2025, from https://blog.brandbastion.com/d2c-business Chaffey, D. (2015). Digital business and e-commerce management: Strategy, implementation and practice (6th ed.). Pearson Education Limited. Chatterjee, S., Ghosh, S. K., Chaudhuri, R., & Nguyen, B. (2020). Are CRM systems ready for AI integration? Bottom Line, 32(2), 144–157. https://doi.org/10.1108/BL-02-2019-0069 Chen, I. J., & Popovich, K. (2003). Understanding customer relationship management (CRM): People, process and technology. Business Process Management Journal, 9(5), 672–688. Kumar, V., & Reinartz, W. (2016). Customer relationship management: Concept, strategy, and tools (2nd ed.). Springer. Kumar, V., & Sharma, A. (2021). Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification. Journal of Relationship Marketing, 17(4), 277–298. https://doi.org/10.1080/15332667.2018.1471730 Laudon, K. C., & Traver, C. G. (2021). E-commerce: Business, technology, society (16th ed.). Pearson. Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95–112. https://doi.org/10.1177/1094670506293559 Ngai, E. W. T. (2005). Customer relationship management research (1992–2002): An academic literature review and classification. Marketing Intelligence & Planning, 23(6), 582–605. OneCart. (2025). The complete guide to D2C: What is direct-to-consumer and how it differs from B2C. Retrieved May 20, 2025, from https://www.getonecart.com/the-complete-guide-to-d2c-what-is-direct-to-consumer-and-how-it-differs-from-b2c/ Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69(4), 167–176. Shopify. (2023). What is D2C? Direct-to-consumer explained. Retrieved May 20, 2025, from https://www.shopify.com/enterprise/d2c Statista. (2025). Global e-commerce market size from 2022 to 2028. Retrieved from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/ Taboola. (2025). What is D2C (Direct-to-Consumer)? Retrieved May 20, 2025, from https://www.taboola.com/marketing-hub/d2c/ Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30–45.zh_TW